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Creative Incubator Marketing Techniques NBIA Conference San Antonio 2008 Evan M. Jones Head of Digital & Incubation @Wales Digital Incubator Welsh Assembly Government
Follow the presentation at: ,[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions ,[object Object],[object Object],[object Object]
Who ,[object Object],[object Object],It’s   always   the demographic that matters….. ,[object Object]
The obligatory really clear diagram….
The landscape of new media New products Podcast Youtube Signposts  Google Earth Wikipedia Social networking sites SEO New routes & Genres Second Life Skypecast Extending existing assets Blogging RSS Feeds Wiki Intranets
New Media Landscape S.E.O Wikis Facebook Bebo Myspace Blog RSS Second Life Skypecasting YouTube Google Earth Optimising LinkedIn Podcasting Mashing
Questions & Comments Evan M. Jones Head of Digital & Incubation Tel  +44 (0)29 2044 4777 Cell +44 (0)776 731 7777 [email_address] JDD
Wiki ,[object Object],http://www.wikipedia.org/
Blog ,[object Object],[object Object]
Blogging
Vlog ,[object Object]
RSS ,[object Object],[object Object]
Podcasting ,[object Object],[object Object],[object Object]
Skypecasting ,[object Object],[object Object],[object Object],[object Object]
Skypecasting ,[object Object],[object Object],[object Object]
Social Networking ,[object Object],[object Object],[object Object],[object Object]
Search Engine Optimisation ,[object Object],[object Object],[object Object]
Mashing & dapping ,[object Object],[object Object]
Web references used in presentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creative Incubator Marketing Techniques   (part 2) Dr Jeanette De Diemar Wednesday May 7, 2008
What are we talking about? Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.                                          - Philip Kotler
90-second guide to effective incubator marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
90-second guide to effective incubator marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy: message pillars ,[object Object],[object Object],[object Object]
Four main pillars ,[object Object],[object Object],[object Object],[object Object]
Simply put … ‘synergy’ channels channels channels channels Advertising Marketing/sales/ promotion Public   relations New media Relationships
New media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Navigate through the maze ,[object Object],[object Object],[object Object],[object Object],From us.cision.com
Standard ‘engagement’ metrics: What’s relevant for your incubator? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Search Engine Journal, Michael Brito, July 30, 2007
Social media metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Search Engine Journal, Michael Brito, July 30, 2007
Reaching your target audiences
Incubator marketing tools Quick Poll Results* Incubator managers: Which of these is the primary way you market your program? * NBIA, www.nbia.org, 15 September 2006 Total responses: 13             30.8 %  Networking              23.1 %  Web site               7.7 %  Newsletter               7.7 %  Brochure               7.7 %  Press releases/publicity               7.7 %  Special events              0.0 %  Direct mail              15.4 %   Advertising  Percentage Response
Profile raising ,[object Object],[object Object],[object Object],[object Object]
Online stories with potential ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wisdom 101 If the circus is coming to town and you paint a sign saying "Circus Coming to the Fairground Saturday," that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.  - Unknown  www.MuseumMarketingTips.com
SEO – Long-term benefits ,[object Object],[object Object],[object Object],[object Object]
‘ Colourmyworld.com ’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CASE STUDY CASE STUDY
Case study: ‘ Colourmyworld.com ’ CASE STUDY CASE STUDY
‘ Colourmyworld.com ’* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Masterfoods, The Hyperfactory: defining mobile space, 2006 CASE STUDY CASE STUDY CASE STUDY
Case studies: websites http://www.incubator.ucf.edu/index.html http://www.cambridgeincubator.com/ http://www.fortcollinsincubator.org/
 
Reality check
Assess resources (research, budget) Create benchmarks Cultivate & leverage  relationships  (External & Internal) Develop sector  champion  stance, key messaging (Across organization, incubator & key stakeholders) Establish the brand:  Create the proposition  (Regional, national, international) Augment brand,  deploy collateral,  segment collateral Draft  3-5 yr strategy :  Analyze trends,  growth, research,  sector trends Perception analysis
Evaluating progress, effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Helpful resources www.techsoup.org www.networkforgood.org/ www.benton.org/ foundation.verizon.com/resourcecenter/tech.shtml
WOM: “Word of Mouth” ,[object Object],[object Object],[object Object],[object Object]
Viral marketing ,[object Object],[object Object]
Viral marketing
Viral marketing: 6 principles* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* From the Six Simple Principles of Viral Marketing, Wilsonweb.com
New media marketing (viral) http://jaime.hunt.whatareyoupursuing.org/flashstory.asp
 
Top 45 video sharing sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* From  Top 45 Vieso Sharing Sites Where You Can Publish Your Video, Wilsonweb.com
Video sharing services ,[object Object],[object Object],[object Object],[object Object]
Video sharing: downside ,[object Object],[object Object],[object Object],[object Object]
Incubators on YouTube http://www.youtube.com/watch?v=pFgerkhe4Bw
Widgets/Blidgets:  extend brand reach ,[object Object],[object Object],[object Object]
Widgets/Blidgets:  extend brand reach ,[object Object],[object Object],[object Object],* From  Fidget with Widgets and Extend your Brand’s Reach Amanda Watlington, Wilsonweb.com
Effective techniques  to tell the story ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Using the technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Banner advertising ,[object Object],[object Object],[object Object],http://www.score.org/eb_1.html
Banner advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source Emarketing Association
Banner ads 101 ,[object Object],[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object]
Email ,[object Object],[object Object],[object Object]
A few “quick wins” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social media metrics 101 ,[object Object],[object Object],[object Object],[object Object],Source: Measuring social media marketing: It’s easier than you thnk!, Michael Brito, Yahoo!
Social media metrics 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Measuring social media marketing: It’s easier than you think!, Michael Brito, Yahoo!
Podcasting made simple ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source:
Podcasting made simple ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source:
Videoblogging
Choosing the channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Interim online branding
Helpful resources
Affordable tools co-sponsorships fast facts virtual services specialty  services case  studies event  sponsorship host a blog website networking  events online services speaker opportunities workshops editorial  visits service vouchers graduations
Overcome  “banner blindness” http://www.pronetadvertising.com/articles/banner-blindness-gets-creative6345657.html
Banner ads
News blogging
 
Take-aways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creative Incubator Marketing Techniques   Questions/Discussion ,[object Object],[object Object],[object Object]

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Marketing

  • 1. Creative Incubator Marketing Techniques NBIA Conference San Antonio 2008 Evan M. Jones Head of Digital & Incubation @Wales Digital Incubator Welsh Assembly Government
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  • 6. The obligatory really clear diagram….
  • 7. The landscape of new media New products Podcast Youtube Signposts Google Earth Wikipedia Social networking sites SEO New routes & Genres Second Life Skypecast Extending existing assets Blogging RSS Feeds Wiki Intranets
  • 8. New Media Landscape S.E.O Wikis Facebook Bebo Myspace Blog RSS Second Life Skypecasting YouTube Google Earth Optimising LinkedIn Podcasting Mashing
  • 9. Questions & Comments Evan M. Jones Head of Digital & Incubation Tel +44 (0)29 2044 4777 Cell +44 (0)776 731 7777 [email_address] JDD
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  • 22. Creative Incubator Marketing Techniques (part 2) Dr Jeanette De Diemar Wednesday May 7, 2008
  • 23. What are we talking about? Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.                                        - Philip Kotler
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  • 28. Simply put … ‘synergy’ channels channels channels channels Advertising Marketing/sales/ promotion Public relations New media Relationships
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  • 33. Reaching your target audiences
  • 34. Incubator marketing tools Quick Poll Results* Incubator managers: Which of these is the primary way you market your program? * NBIA, www.nbia.org, 15 September 2006 Total responses: 13           30.8 % Networking           23.1 % Web site         7.7 % Newsletter         7.7 % Brochure         7.7 % Press releases/publicity         7.7 % Special events       0.0 % Direct mail          15.4 % Advertising Percentage Response
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  • 37. Wisdom 101 If the circus is coming to town and you paint a sign saying "Circus Coming to the Fairground Saturday," that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales. - Unknown www.MuseumMarketingTips.com
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  • 40. Case study: ‘ Colourmyworld.com ’ CASE STUDY CASE STUDY
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  • 42. Case studies: websites http://www.incubator.ucf.edu/index.html http://www.cambridgeincubator.com/ http://www.fortcollinsincubator.org/
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  • 45. Assess resources (research, budget) Create benchmarks Cultivate & leverage relationships (External & Internal) Develop sector champion stance, key messaging (Across organization, incubator & key stakeholders) Establish the brand: Create the proposition (Regional, national, international) Augment brand, deploy collateral, segment collateral Draft 3-5 yr strategy : Analyze trends, growth, research, sector trends Perception analysis
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  • 47. Helpful resources www.techsoup.org www.networkforgood.org/ www.benton.org/ foundation.verizon.com/resourcecenter/tech.shtml
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  • 52. New media marketing (viral) http://jaime.hunt.whatareyoupursuing.org/flashstory.asp
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  • 57. Incubators on YouTube http://www.youtube.com/watch?v=pFgerkhe4Bw
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  • 77. Affordable tools co-sponsorships fast facts virtual services specialty services case studies event sponsorship host a blog website networking events online services speaker opportunities workshops editorial visits service vouchers graduations
  • 78. Overcome “banner blindness” http://www.pronetadvertising.com/articles/banner-blindness-gets-creative6345657.html
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